How to set up your prompts

0:00So now we finished the most important part, which was understanding how AI works and understanding the NAMED framework that could help you be named inside of AI answers. Now let us show you how you can do all of this very easily using Hopkins dashboard. Now to understand you need to know that there's few steps and a simple flow that you need to always keep in your mind. First is that you need to set up the right prompts. And these prompts are the questions that your users are asking every single day to the AI. These are the questions you want to show up in.

0:33And then you start doing the analysis. Analysis means understanding where you showed up, who showed up instead of you, and what you need to do to fill in those gaps. Third thing is actually generating the content, the content that is going to fix you and help you based on the analysis and the gaps and opportunities that you found. And lastly is how can you automate all of this so that your team doesn't have to spend a lot of time working on this? You need to know that one answer is a guess, but 100 is a measurement. And this means that AI changes its answers all the time.

1:08If you and I were to ask AI the same question, most likely it's going to give us both too many different answers. And what we try to do with Hopkins is that we are asking the same questions over and over again to create a strong statistical result that you can depend on to take an action driven based on these statistics. Now, let's learn how you actually set up the right prompts. And you need to know that setting up the right prompts is the most important foundational part of this. If you're setting up the prompts in an incorrect matter, you're bound to get actually the wrong prompts. And as a result of getting the wrong prompts and the wrong answers, most likely the actions that you're going to make are going to be wrong and you're not going to be seeing results as part of it.

2:02So think about it this way, setting up the right prompts is what is going to put you ahead on the right road. Now, to build up the right prompts that you need to understand that is divided into four different things. First, which is the category, where you sell and what exactly are you selling? Are you an e-commerce brand selling, let's say skincare, an oil skincare skincare, this is the category left. Now, inside of it, there's topics and a topic is focused on one clear area of a buyer intent, or it could be focused on a single, let's say product category, which you have. Now, under the topics, you have a different set of prompts.

2:41So inside of each topic, you'll find different prompts, all targeting a single buyer, for example. And then the last thing are going to be the tax. And I will walk you through all of this in more details now. Now, let's look at what makes a good topic. You can actually group your prompts. So topics are actually grouped prompts that tells you where you want to show up in where you want to show up instead of the rivals.

3:11So an example of a good topic could be, let's say product lines. So you're selling a single product, but under this product, you have different product lines. You also, topics could be based on who you're selling it for. So you're selling it for people with oily skin. You're selling it for people with dry skin. You're selling it maybe for parents.

3:33You're selling it maybe for kids. This matters. And another set of topics, for example, could be your buying criteria. And by buying criteria, we mean the criteria that your customers are looking for. And lastly, you could set up your topics through seasonal, seasonality. Whether it's summer, whether it's winter, spring, you have a new launch that is coming out.

4:01There's a specific season that is coming up like Ramadan, for example. And while you're setting up the topics, you need to know that you can have a range of different topics, not just that you're going to set up this only a set of topics based on only product lines, but you can also mix and match between all of these into different topics. And I'll show you all of that inside the Hopkins dashboard in a bit. Now, the second thing that we need to focus on after setting up the topics, which is going to be our prompts formula. And our prompts formula need to always start with a base. And the rest are the qualifiers of this base and of this prompt.

4:37So let's say the base is actually what you sell, which is sunscreen. But you're looking for sunscreen for oily skin. You couple that up by who's the person asking someone who has oily skin and then add a criteria. What do they judge with no white cast, for example? And then you can also add a constraint, which is under 500 pounds. And then lastly, add a comparison versus an X number of pounds.

4:59Your prompt does not have to contain all of these qualifiers, but it should at least contain a base and one or two qualifiers. Or if you want to go in more depth and more details, you can also make it, you can also build a prompt that contains all of these qualifiers. And when building prompts inside of a topic, a single topic could have a base, a single topic could include prompts that have base plus who or base plus who and criteria or base plus criteria by itself or base plus who criteria and constraint or all of them at the same time. Now, let's look at the second thing that is very important, which is identifying the differences between types of prompts. You have commercial intent prompts and these are the prompts that lead to a buying decision. The user is asking the AI what the user is asking the AI to recommend something for him.

5:52Compared with informational prompts, where you're asking just the AI to explain something for you. These commercial prompts usually start with words like best, top, which should I buy. And informational prompts usually start with how, what is and why. You usually want to be targeting both, but I would largely focus on targeting more commercial prompts than targeting few informational prompts because the commercial prompt is honestly where money is at the end of the day. Now, something else when focusing on building your prompt set is that you should focus on going deeper rather than just going broad. Yes, you should focus on some broad topics, but the most important thing is that you should go much deeper to try and win over these deeper, more niche topics.

6:42You should put or watch some topics where you have wide coverage, like let's say for example, broad sunscreen in Egypt, but at the end of the day you also want to be covering more in-depth topics like sunscreen for oily skin and the prompts underneath them should also focus on becoming more in-depth. And the reason why depth wins is just simply because depth allows you to win over topics where there's not a lot of competitors. So let's say you're talking about a sunscreen with no white cast under X ETP and for kids only, sunscreen for kids only. So all of these are you going in more in-depth. You're trying to win over the small niche prompts where not a lot of people are showing up because it helps the model understand and know your brand. If you are starting to show up inside of these small niche prompts, later on you'll start winning the big prompts that are less niche like best sunscreen to buy.

7:44But for you to do that, you need to have first developed with the AI more understanding and you need to show up inside of AI answers related with these questions. Now you're all going to be thinking about keywords. SEO has taught us that keywords is how we process in this category. Keywords are the things that you can use to build your prompts. You can use your already existing keywords that you're covering inside of Google SEO and turn them into the prompts. Maybe try to cluster these keywords into 10 to 15 different watch topics and start going over how your users are actually asking these questions.

8:28You can use this already existing keywords plus the prompt qualifiers that I already gave you and put it inside of your own AI model to help you build your own prompts. Now the last part which is tagging. Tagging every prompt helps you identify what this prompt main intent was so that you can filter between different tags and I'll show you everything inside of Hopkins now. You can filter between every single tag to understand how this prompt is performing. Tags help you turn hundreds of answers into one clear reason why you lose or win. And the way you can set up your tags is very simple.

9:07Very easy. Just one word. You can set up your tags based on many different things. Whether it's the intent was the purpose of this prompt or when the user was asking it was to learn, compare and buy or you can even do it through branded prompts. Does this prompt include your brand name or not? You can do it as well using the qualifier.

9:31What was the qualifiers behind this prompt? The who, the criteria and the constraints, what we talked about in the prompt formula or you can just simply tag it however much you want maybe even by language or many different reasons. Use your tagging to help you identify the prompts that are winning based on specific criteria underneath them. Now, let me show you everything here inside of Hopkins dashboard. Here, inside of Hopkins dashboard, you will have inside your visibility your prompts tab and this is where everything related with prompting happens. Here you're able to set up your full prompt list.

10:14You can do that usually by adding a prompt manually yourself or you can add a topic manually yourself or you can just bulk upload your own list of prompts. And this list of prompts is actually including many different things. Like we talked first, you have your topic, you have your prompts. You can also set up the region that you want this prompt to be asked. Asking a prompt inside of the US will give you a much different answer than asking it inside of any other country. Actually each and every single prompt in every single country gets usually a different answer.

10:51Second, you can also include to inject audiences which are very crucial here. Audiences help you identify who is the person who's asking this prompt. What are their criteria? You can set up your audiences from here using the audiences tab. You can build a new audience from scratch, name the audience, identify the audience type, give them their demographics and add all the buying context that you need. Audiences are very good in helping you identify who is the person who's asking this question and what are the results that this specific audience set of people get when they're asking this specific question.

11:36And then lastly, the tags that we talked about. As we said, inside of each and every single topic, you will have specific question or prompts underneath each one of them. As you can see, you can set up your topics and underneath each topic, you can choose to add the prompts that you want for each and every single topic. And these prompts that I have built here as an example are all built using the criteria that I showed you previously of the prompt formula. And inside of each different topic, you will find different prompts all answering different questions. You can set all of this up as well using AI through our generation button.

12:26If you click on generate here, you'll be asked to answer a couple of questions. The AI is going to read your product lists, it's going to read your website, it's going to read everything about your band and it will already generate for you a specific set of topics that you can then use to try and understand better and to create your prompts.